At this time of year, we begin to make decisions to be the best people – whether by drinking more water, learning a new skill, communicating with missing friends, or promising not to be equally persuasive. We hope that these personal charters will make us healthier, stronger, smarter, or happier, and will eventually lead to a more satisfying life.
Brands also make decisions, promising to update old business practices, reduce their carbon footprint, or defend a worthwhile social issue. Depending on brand reach and decision ambition, these positive changes have the potential to influence millions of people and even set a trend for other companies to do the same.
Take a look at the brilliant decisions of some of the world's best brands in 2018:
Starbucks banned plastic straw
Plastic straw is a comfort that comes with an awesome result. Because of their small size, they often find their way into the ocean, threatening marine life. This is illustrated in a horrific viral video of a marine turtle with a straw hanging in its nose.
It is estimated that 4.4 billion straws will be disposed of each year. Starbucks tackled the issue by pledging to ban plastic straws from its 28,000 global sites by 2020, eliminating one billion plastic straws.
Verizon supports renewable energy
The health of our planet is a source of widespread concern and significant steps must be taken to stop the depletion of our natural resources. Fortunately, Verizon's solution addresses that.
At the end of 2017, the company announced its humanitarian project that supports innovative sustainability initiatives. More recently, Verizon and Hawaiian Electric have strived to achieve the goal of providing 100 percent sustainable energy to Hawaii by 2045, an initiative that will make a major difference to the preservation of the environment and the economy.
CVS stop modifying promotional products
Want beauty brands of course to sell as much as possible products, often Photoshop all the promotional material to make the product look as exciting as possible. Models are left with the illusion of lack of defects, smile lines, crow feet and sunspots – thus contributing to painful body image issues for women.
CVS does not want any part of it. Last year, the brand vowed not to use promotional materials in Photoshop for cosmetic products, and urged other brands to follow suit. Their hope is that women who visit their make-up corridor will feel happy and confident in how they appear.
CoverGirl went free of cruelty
The innovation of make-up has historically included animal testing, and consumers have made their voices clear and clear that the cruelty of animals will not fly anymore.
In the past, independent makeup brands have often led a charge against animal experiments, but CoverGirl has vowed not to test animals. This year, the company has been evaluated and awarded a Leaping Bunny Certificate, making CoverGirl the largest makeup brand to achieve a certificate free of cruelty. Let's hope that other major make-up companies make this decision in 2019!
Amazon guidelines to support transgender employees
This year, Trump's administration announced its plan to legally determine sex by the person's genitals, adding to a long list of discrimination against transgender individuals. 56 brands responded to this news by issuing a joint statement to support the transgender community and some even took another step.
Amazon has announced a new set of guidelines that focus on how staff and managers should feel that their fellow transsexuals feel more integrated. The guidelines included everything from bathroom privileges updated to the standards of new clothing rules to policies regarding how individual support moves.
This was an exclusionary year for brand decisions, and we hope it will only be a preview of the great steps to be taken in 2019.